Nielsen Launches Digital Ad Ratings System in India
- November 24, 2015
- Posted by: IMMC Kolkata
- Category: Uncategorized
Marketers who found it difficult to measure the return on investment (ROI) of their digital campaigns as well as map the target audience in India can now do so through Nielsen’s new measurement tool called Nielsen Digital Ad Ratings (DAR).
The new tool can measure all kinds of display and video ads across all digital platforms except Twitter and Youtube app on mobile phones and tablets. But Nielsen India says that two platforms will soon be integrated with the new ratings system in India. The new system can measure online advertising audiences, the reach and frequency of the ad campaigns and gross rating points (GRP) of the digital ads like age group and gender of the audience who viewed the ad.
- courtesy – Economic Times
DAT is Nielsen’s global tool which it is bringing to India on the back of the explosive digital advertising growth in India. It is already present in markets like US, Canada, Brazil, Mexico, Australia, Japan, Singapore, India, Thailand, Philippines, Indonesia, Malaysia, China, France, UK, Italy and Germany.
The company has an arrangement with Facebook, world’s largest social media platform to provide the backend support and big data information to Nielsen in order to publish this report.Nielsen and Facebook has a similar arrangement in all other countries where this report is published except in China where the research agency has an association with Tencent.Marketers, advertising and media agencies will have to pay Nielsen to access this report.
“The new system will help advertisers and agencies gauge return on in vestment for every rupee they spend online“, said Prashant Singh, Managing Director, Nielsen India region. According to the FICCI KPMG 2015 report, the digital advertising industry in India grew from ` . 3,010 crore in 2013 . 4,350 crore in 2014 and recorded to ` growth of around 45%. In 2015, the report predicts that the size of the digital advertising industry will be approximately ` . 6,250 crore.
“It’s all about measuring people, not devices. Our integration with Facebook allows us to provide unique audience by counting people and not just the devices they consume content on.This provides the ecosystem with an accurate measurement of reach and frequency in the digital world, which was absent so far, added Singh.
The new ratings system will also provide the actual number and demographics of the online audience and “not just cookies and impressions“, explained Dolly Jha, Executive Director, Nielsen India and Marketing Effectiveness practice area lead. “You can now analyse your brand’s online ad campaign just like you would for TV , and print. Moreover, Digital Ad Ratings allows for overnight measurement for campaigns that will make it possible for clients to apply in-flight changes to their media plan,“ she added.
Balendu Shrivastava, Head, Marketing Science, Facebook India said, “We are excited that Nielsen’s global Digital Audience Rating (DAR) solution is now available in India. DAR has brought in the required measurement standardisation and accountability in delivering digital campaigns. The fact that advertisers will now get accurate demographics across screens and publishers is a game changer for digital advertising in India.“